Goro, Oba and Chan-Olmsted, Sylvia (2007). Video Strategy of Transnational Media Corporations: A Resource-Based Examination of Global Alliances and Patterns, Journal of Media Business Studies 4(2):1-25.
Key Words: video strategy, transnational media corporation, global alliances, media conglomerates
Subscribing to the resource-based framework for analyzing strategy and employing a case study approach, this study investigates the most critical sectors for the U.S.=based TNMCS in a global media marketplace and sicusses how their resrouces were aligned with their local counterparts' resources in the marketing of video-related products. The alliances involve Time Warner, News Corporation, Disney, Viacom, and NBC University were examined. Cross-case analysis identified six alliance patterns.